Journal article Open Access

Metacognition, Locus of Control and Consumer Buying Behaviour

Sudip Banik

Adolescence is a critical part of human life considering the fact that all cognitive processes and abilities starts developing dwelling into an era of prominent qualitative changes. Cognition is a mental process that include memory, attention, producing and understanding language, reasoning, learning, problem-solving and decision making. These increased capacity and efficiency of the cognitive infrastructure during adolescence give rise to a higher level of cognition: Metacognition. There appears to be a relationship between metacognition and certain personality variables including motivation and locus of control. Consumer buying behaviour is a psychological process purely based on perception which influences his decision. The study of this perceptional impact in the purchase process will aid marketers in formulation of strategies needed to emulate a successful business model. Hence, it is quite imperative to study and analyze metacognitive traits in an individual which transforms to the formation of an individual’s loci, thereby helping us understand behavioural traits and decision making.

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